Jul 15, 2026 · 31 min · 8 segments
This is The Open Podcast, where your host Sander Mangel shares strategies and insights to help digital commerce businesses stay ahead of the curve. In part 2 of this D2C playbook series on The Open…
And maybe coming quickly back to the fact that manufacturers are in such a brilliant position, right? Nothing is stopping them from making some variations of their product, right? Of course.
And putting them on the shelf, seeing how people react to the different, to your K-Beauty example, right? Do they like it extra foamy or not something more soft for the skin, right? It positions manufacturers with that research muscle, with that production muscle, much better than any other
True, but on the other hand, they're still missing a bit of flexibility and agility.
If you are ordering a bunch of products, it's really hard to change your order once it's in.
At the end of the day, what the built-in multinationals have is actually the benefit of a scale.
Yet, if you're a D2C, you can be more nimble, you can have a bit of a wider portfolio, you can allow yourself to experiment with that.
It usually sits in one room or can get on a call in half an hour and make a decision, which is crucial for the business.
And I think this is Because when you think about it, one of the things we're celebrating in marketing a few years ago was real-time marketing, like how quick you were to react to any kind of world events.
But now I think it's more of a real-time reaction to the new trends that are coming.
Like one of the things I loved so much was after the COVID, there were so many ranges of very fancy hand sanitizers.
And maybe coming quickly back to the fact that manufacturers are in such a brilliant position, right? Nothing is stopping them from making some variations of their product, right? Of course.
And putting them on the shelf, seeing how people react to the different, to your K-Beauty example, right? Do they like it extra foamy or not something more soft for the skin, right? It positions manufacturers with that research muscle, with that production muscle, much better than any other
True, but on the other hand, they're still missing a bit of flexibility and agility.
If you are ordering a bunch of products, it's really hard to change your order once it's in.
At the end of the day, what the built-in multinationals have is actually the benefit of a scale.
Yet, if you're a D2C, you can be more nimble, you can have a bit of a wider portfolio, you can allow yourself to experiment with that.
It usually sits in one room or can get on a call in half an hour and make a decision, which is crucial for the business.
And I think this is Because when you think about it, one of the things we're celebrating in marketing a few years ago was real-time marketing, like how quick you were to react to any kind of world events.
But now I think it's more of a real-time reaction to the new trends that are coming.
Like one of the things I loved so much was after the COVID, there were so many ranges of very fancy hand sanitizers.
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